Before ever beginning to build any site, you have to map out the navigation so it can be as solid and organized as possible. This aspect of your site will most definitely influence your site visitors, and that will in turn affect your rankings. All web surfers and readers are ruthless and impatient, and they will judge you harshly. We want to talk about a few possibilities with navigation, and they could be causing you problems with your bounce rate and retention.
For years it has been known that Flash looks cool, but there are too many drawbacks to using it. What some are doing, and this is what you should do too if you use it, is present a link to the HTML pages that do not contain Flash. Not every visitor will have a computer that can load the Flash-laden pages very quickly, and that is a navigation and user experience issue. We guarantee that you will lose visitors if you avoid doing this, and that will have a negative effect on your bounce rate. So then this comes down to you making a business decision about going through the trouble to make this possible.
Never neglect visitor convenience; for example the placement of additional or even redundant links at the end of content. It is a very simple matter to do, and there is no real reason for not doing it in our minds. After all, you never know which element of your site can impress your visitors!
Obviously you know that every site needs and has a home page. Just make very sure that all of your other pages contain a prominent link taking them back to the homepage. Also bear in mind that users have become conditioned to seeing that 'home' link at the top left of every page. There are a few other means to link back home such as logos, images and header graphics, etc.
Your navigation is one of the backbones of your site, and it should never be neglected in any way. Just remember to plan before building, and then make sure what you do is based on proven principles. The penalty for failing to get these aspects correct is a high bounce rate and low search engine rankings. If your site has been struggling, then stop and check out your navigation and make sure it is up to par.
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